Héloisa 1952 Advertisement — The Swiss Héloisa Speedometer

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PRODUCTION SUISSE

TACHYMÈTRE

HÉLOISA

Nouveau Système d’entraînement
très robuste

CASTIMA, S. A. R. L.
24, rue du Rocher. Paris (8e). Lab. 60-17.

[A small upright panel ruled on the left and along the foot with a thin line and shaded on the right and below by a heavy black bar, so that the frame reads as a raised plate casting a shadow. The upper two thirds carry a line engraving of a speedometer head seen from above and to the left, drawn in three-quarter view: a round bezel over a plain dial marked with a chapter ring of strokes and the figures 20, 40, 60 and 80 running counterclockwise, the brand lettered across the dial in a small script, a long pointer from a center boss, a rectangular odometer window at the lower right of the dial showing a row of figures, a deep knurled body shaded in fine crosshatch and vertical rule lines, and a threaded drive spigot with a hexagonal nut projecting from the bottom. The words naming the country of manufacture are set in two columns of small capitals reading upward in the left margin. Below the drawing the type is set in four steps: the product in large condensed sans-serif capitals at the left, the brand in letter-spaced serif capitals at the right, two centered lines of bold roman on the drive, flanked by two short heavy rules, and the selling firm’s name, legal form, street, arrondissement and telephone in the last two lines, the name in large bold capitals and the address in italic. No second color is used and no signature or agency mark appears.]

[This advertisement shares page 176 of L’Officiel du cycle with advertisements for Larpenteur, Indéca, Maphal, Gallia, Mulin and A.R.O., each held here as its own record, and others for l’Hirondelle oils and greases, S.O.S.P. trade forms and the Bottin du Cycle trade directory.]